Has Social Media Become The New Search Engine?

In our digital-first world, searching for a topic, place, television show, or anything under the sun is often done using a search engine. When you think of online search engines, the first thing that likely comes to mind is Google. You might have even used the word Google as a verb. But times have truly changed online.

Although Google takes on 81.95% of the market share of online searches, social media platforms are becoming the preferred method for online searches. Social media is integrated into our daily lives and no longer used just for connectivity.

By examining how social media has turned into a search engine, you’ll discover how you can leverage social search in your business strategy.

Generational Differences

The ability to search on social media has changed the way it’s used. Over the last few years, we’ve seen social media platforms evolve from being used for online social connection to also being a resource for learning and research.

A study by Forbes Advisor found that 46% of Gen Z and 35% of Millennials prefer to use social media to find information. Since they’re already using social media daily, they are more likely to search for information on platforms where they spend the majority of their time, like Instagram or TikTok.

Gen Z and Millennials typically look up a variety of topics on social media, ranging from restaurants to football updates. The study found that 57% of respondents use YouTube to look up different topics, while other respondents used platforms like Facebook (56%), TikTok (38%), and Instagram (36%) to search for the same kind of information.

Search Behaviours With These Platforms

Google 

Although Google has been around for more than 20 years, it’s still one of the most used search engines on the internet. This traditional method of search is still relevant today, but the way it’s used has evolved. Even though Gen Z prefers to use social media for their search needs, they still use Google to find local services, restaurants and bars, electronics, and financial services. In contrast, Generation X still prefers traditional search methods like Google to find most information.

TikTok

If you’re looking for new businesses and brands, TikTok is the preferred choice among users. The platform’s focus on interactive user-generated content allows for more authenticity and trustworthiness than ads or paid content found on traditional search engines.

Furthermore, Gen Z has a tendency to use TikTok as a research tool over Google. TikTok’s search engine allows users to easily find a new product, business review, or brand they have in mind. In return, they find user-generated videos and authentic reviews of what they’re looking for. This shows their preference for interactive and visually appealing content that the video platform offers compared to the static written content found on Google.

Instagram

Instagram is a visual-first platform where aesthetically pleasing photos and dynamic videos can be easily found. Researchers found that some of the most popular search categories on Instagram include fashion brands, hair and makeup, and interior design. Based on these top searches, Instagram is one of the preferred platforms for aesthetic and lifestyle inspiration among users.

Contact UV Designs Today!

The evolution of social media into a search engine marks a significant shift in how information is sought and consumed. With platforms like TikTok and Instagram becoming go-to sources for Gen Z and Millennials, businesses need to adapt their strategies to meet these changing behaviours. Leveraging social search can offer unique opportunities for increased visibility and engagement.

Looking to improve your social media presence? Contact us today and let’s get started on your strategy! 

Source:
https://www.forbes.com/advisor/business/software/social-media-new-google/
https://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/